Is Facebook personalizing ad options based on activity?

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Remember when there were only a few hundred workplace targets on Facebook?

You could only target people who worked at big companies. If you were a B2B marketer, you might not be able to hit any of the niche companies in your vertical. But potentially, you could stilltarget folks who worked at Walmart in Bentonville, Arkansas (their headquarters) or executives who work at Enterprise Rent-A-Car and like a certain interest group or job title.

Back in early 2014, suddenly, the number of workplace targets exploded. We could hit the tiniest of companies, creating a bonanza for PR companies, start-ups, and small businesses that had the chops to run $1 a day micro-targeted campaigns. The results were stunning– resolve your customer complaints, land that whale client, get newspaper coverage, play a fun trick on your friends, make your boss think you’re a celebrity, and so forth.

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How to prepare for Facebook’s Sept. 1 ad targeting, bidding changes

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Starting Sept. 1, all targeting and bidding on Facebook rolls up to the ad set level. You can no longer do mixed targeting and mixed bidding.

In March, Facebook announced plans to simplify its advertising structure, breaking it down from campaign, to ad set to add. Facebook’s Patricia Lai announced in the PMD News group recently that the company is moving forward on part 2 of this plan: moving targeting, placement and bid settings to the ad set level. That three-tiered structure will roll out globally starting Sept. 1.

Here’s what Lai told members of the group:

In our updated interfaces, all NEW ad sets will define targeting, placement and bid settings at the ad set level. This does not change how our system optimizes; it only changes where these settings are defined. Comparing audiences, placements and bid settings across ad sets results in clearer and more meaningful insights. In our updated interfaces, advertisers will no longer be able to create ads with mixed targeting, placement or bidding within the same ad set, a common source of advertiser confusion. Ads will now be defined by your creative, leading to more clarity and predictability in regards to delivery.

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How Royal Purple gets penny interactions on Facebook

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What if you could get 7,284 interactions for only $99.32? That’s one cent per interaction.

Why is Royal Purple’s cost per engagement (CPE) so low? We interviewed Marlena Solomon, “Social Sensei” at Royal Purple (seriously – that’s what’s on her door tag), to understand how.

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Measuring Social ROI with tools already at your disposal

BlueROIArrow650Measuring social return on investment doesn’t require a degree in statistics or voodoo dolls. Just follow these nine steps to diagnose how your social and Web efforts come together.

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The ultimate guide to measuring earned media value on Facebook

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Brands ask this question all the time — how do you measure the value of earned media on Facebook?

Some just multiply by $5 per thousand impressions (or whoever can provide the highest earned media value multiplier) to report the highest figure. Not the most sophisticated approach, but it might be good enough for companies that sell sugar water. Certainly better than pure fan count, since EMV correlates more with engagement than the size of the fan base.

But unless you can tie EMV (Earned Media Value) to actual sales, you’ve got some level of hocus pocus here.

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The Brave New World of Facebook mind control?

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Some folks are complaining Facebook could affect how you feel via manipulating your News Feed.

Facebook released research on 689,003 users that had their levels of positive or negative News Feed content adjusted. Not surprisingly, their moods and words they used changed correspondingly with what they were exposed to.

But consider this: If your sports team wins, you’ll be more likely to make a celebratory remark.

If a friend is having a bad day, you’re likely to provide sympathetic encouragement.

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Success with Facebook marketing: web, email and Facebook audiences

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Justin Timberlake could post anything on Facebook and it would get a hundred thousand likes and drive a ton of traffic. He, any other celebrity, or any other brand would get the same result on any channel.

Unless you are well-known, you can’t expect that the same techniques will work for you. You’re not bringing the same size audience into the mix.

Tiger Woods could play golf with the crappiest used golf clubs and still kick our butts in a game of golf. So it’s not the tools you use, to a certain extent.

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How to refine your audience when boosting a Facebook post

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The Boost option on Facebook has come a long way since launch. With recent changes addressing concerns about targeting and low quality engagement, it’s now a viable option to quickly promote content.

However, some effort is still required if you want performance, so careful with simply clicking and forgetting.

Here’s how to customize your audience when using Boost Post:

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How Jesse Stay uses passion pages to supercharge a brand’s Facebook audience

Jesse Stay is a long-time friend of ours at BlitzMetrics, and an accomplished author. We caught up with him for an interview on the strategy behind Familyshare.com’s Facebook presence. 

https://www.youtube.com/watch?v=oIazOv0ocWg

I’ll speak today in a perspective of the news industry and pull in the Deseret News experience. There, we were building a new presence called Familyshare.com, which is a family-based news website targeting a non-denominational audience.

Instead of creating and promoting one main-brand Facebook page, we figured out who our audience is and what areas we want to target, what areas we want to move into, and we built Facebook pages around each of those, focused on the passions of those audiences for each page — passion pages.

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Facebook adds a new budget and scheduling button

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When fast food restaurants implemented value meals, their sales skyrocketed. They were simply giving the user choice to streamline conversion. So why not with ads?

Facebook used to show you the total spend at the top. So you might have a $70 total budget, then select it to be $10 per day over 7 days.

But by putting the total spend at the bottom, the number doesn’t look as bad. It’s only $10 a day.

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